PARIMATCH - FIRED UP TO WIN!
| Title | PARIMATCH - FIRED UP TO WIN! |
| Brand | PARIMATCH |
| Product/Service | PARIMATCH |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
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Entrant
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DC DIGITAL CHOO Limassol, CYPRUS
|
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Idea Creation
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DC DIGITAL CHOO Limassol, CYPRUS
|
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Production
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DC DIGITAL CHOO Limassol, CYPRUS
|
Credits
| Vladimir Kobets |
Digital Choo |
Creative Director |
| Iryna Kurochkina |
Digital Choo |
Founder & CEO |
| Olga Pozharskaya |
Art-director |
Art Director |
| Anastasiya Kovalenko |
Digital Choo |
Copywriter |
| Nataliya Streltsova |
Digital Choo |
Project Co-ordinator |
Write a short summary of what happens in the film
The camera takes us through the main scenery of the film with sports players in the center of each “battlefield”. It’s quiet, like before the storm. No action takes place, only tension of an upcoming blast.
The main hero is challenging the viewer to take a trip with him towards the new challenges and experience.
The scenery comes alive. Athletes are in natural action, each representing own sport category. The main hero moves through each scene with ease and interacts with athletes as if he is superfast and the athletes are in slo-mo. The hero is playing with them. He conquers each sport without breaking a sweat and with a smile on his face. No tension. Only passion.
The hero holds the power to overcome any trial at the tip of his finger – on his smartphone.
Confident, even bold self-expression marks the hero as a victor in any challenge.
Cultural / Context information for the jury
In its communication Parimatch, a leading betting company on CIS markets, has always aimed at wide audience and educated population that betting is a progressive entertainment activity vs. a CIS markets stereotype, that betting is a “dirty” business for outlaws.
But in the end, only few clients really appeared to be TOP players, that generate most of the company’s profit.
So in 2018 it was decided to adjust the communication of Parimatch to resonate with potential profitable players. The research of local players revealed their portrait:
Resourceful
Choose highly-demanding jobs
Bold and sometimes shameless
Sarcastic about problems
Energized with their inner fire
The new film was created to resonate with these people, match their lifestyle and life attitude. To show the icon to associate oneself with – a hero that moves towards his goal no matter the obstacles and who turns any challenge into his benefit without breaking a sweat.